The company’s strategy in the country varies from brand to brand, with different operations depending on the different markets it supplies.

“In the United States, we operate with strategies directed to different types of clients, the strategic focus is defined by the consumer that we are targeting,” Gianfranco Nattero, managing director at the new division Americas Raw Materials and Trade, told IntraFish.

“The sales performance of the Rebel Fish brand is not as good as we had expected, but we are convinced the concept is right and the brand is attractive, we will keep investing in it,” Nattero told IntraFish.

“We will continue to develop different activities and operations to help the brand achieve its potential in the United States.

“At the moment, we are selling a very consumer-friendly product with the packaging we unveiled last year, where the salmon is very visible, and I don’t want to comment on product development strategies ahead.”

In the US smoked salmon sector, Marine Harvest has a large capacity for different markets through its Morpol brand -- Scottish and Norwegian salmon -- and Chilean salmon through 35-year-old brand Ducktrap.

“The Ducktrap brand is well known in the United States retail. It is sold to very specific retailers as it is a very niche product, but it has had a spectacular sales development,” Nattero said.

Marine Harvest produces its Ducktrap smoked salmon at a plant in Maine.

Morpol, on the other hand, is a brand with a wider reach due to its vast production capacity, Nattero told IntraFish, and the company is focusing its strategy in developing this product and the brand on the consumer end.

“Ducktrap is a recognized brand with a great value for niche retailers, whereas Morpol is a great quality product with an enormous productive capacity that can stand out in its category, this allows us to market it in retailers with a strong presence in the United States," he said.

Nattero will now work in the reinforcement of the raw material supply to the United States not only on salmon but also other products from different origins. Nattero will be based in Chile, after spending five years at Marine Harvest offices in Miami.

The company’s strategy in the country varies from brand to brand, with different operations depending on the different markets it supplies.

“In the United States, we operate with strategies directed to different types of clients, the strategic focus is defined by the consumer that we are targeting,” Gianfranco Nattero, managing director at the new division Americas Raw Materials and Trade, told IntraFish.

“The sales performance of the Rebel Fish brand is not as good as we had expected, but we are convinced the concept is right and the brand is attractive, we will keep investing in it,” Nattero told IntraFish.

“We will continue to develop different activities and operations to help the brand achieve its potential in the United States.

“At the moment, we are selling a very consumer-friendly product with the packaging we unveiled last year, where the salmon is very visible, and I don’t want to comment on product development strategies ahead.”

In the US smoked salmon sector, Marine Harvest has a large capacity for different markets through its Morpol brand -- Scottish and Norwegian salmon -- and Chilean salmon through 35-year-old brand Ducktrap.

“The Ducktrap brand is well known in the United States retail. It is sold to very specific retailers as it is a very niche product, but it has had a spectacular sales development,” Nattero said.

Marine Harvest produces its Ducktrap smoked salmon at a plant in Maine.

Morpol, on the other hand, is a brand with a wider reach due to its vast production capacity, Nattero told IntraFish, and the company is focusing its strategy in developing this product and the brand on the consumer end.

“Ducktrap is a recognized brand with a great value for niche retailers, whereas Morpol is a great quality product with an enormous productive capacity that can stand out in its category, this allows us to market it in retailers with a strong presence in the United States," he said.

Nattero will now work in the reinforcement of the raw material supply to the United States not only on salmon but also other products from different origins. Nattero will be based in Chile, after spending five years at Marine Harvest offices in Miami.